Beats by Dr Dre, the brand
The Beats by Dr Dre brand does the best job when it comes to brand building with music, with two of its adverts – one featuring Axwell/Ingrosso’s Something new, the other, I can’t make you love me by Prianka Chopra (for the Beats Pill XL Bluetooth speaker) – placing in Nielsen’s top 10 ads featuring a popular song ranking. The research firm also finds that Coca-Cola and Amazon also leveraged popular songs and ended up with multiple high-ranking spots.
Among millennials, hip-hop tracks like Pay for It by Jay Rock and Slam by Onyx made the listing, but weren’t top ads among the general population. More nostalgic, emotion-based songs like I’m coming home by Diddy and Where everybody knows your name - the theme song to classic TV show Cheers - were in the top 10 for the general population, but not among millennials.
“There are definitely some lessons to be learned by advertisers looking to invest in a popular song to connect with wider audiences,” says Randall Beard, president, North America, Nielsen. “Some musical genres perform better with younger or older consumers… Uplifting, happy music resonates well across all consumers, which is important if advertisers are looking to connect with general audiences.”